使用平板電腦觀賞運動競賽意願之研究

本研究以科技接受模式（TAM）為基礎，旨在探討使用者對於利用平板電腦觀賞運動競賽意願，並檢驗「媒體豐富度」與「個人創新特質」對於使用平板電腦觀賞運動競賽態度與使用意願的效果。回收有效問卷為374份，以SEM進行模式檢定與路徑分析。研究結果發現，除了「認知有用性」對「使用態度」無顯著影響外，其餘七個路徑係數，包括「媒體豐富度」對「認知有用性」與「認知易用性」、「認知易用性」對「認知有用性」、「認知易用性」對「使用態度」、「認知有用性」對「使用意願」、「使用態度」對「使用意願」、「個人創新特質」對「使用意願」，皆獲得支持。最後，本研究依研究結果提出行銷策略之建議與未來研究方向，以供傳播媒體、平板電腦業者及後續研究之參考。

關鍵字

平板電腦；科技接受行為模式；媒體豐富度；個人創新特質

並列摘要

This study is based on technology acceptance model (TAM) to explore users' inclination for watching sports competitions via tablet computers and examine the effect of media richness and personal innovativeness related traits on the attitude and intention of using tablet computers to watch sports competitions. A total of 374 valid questionnaires were obtained. Statistical software of structural equation modeling Amos18 used to perform confirmatory factor analysis to estimate the parameters of the model, and identify the relationship of the overall model, and test the fit. Results showed that, while the research hypothesis-the perceived usefulness has a significant effect on recreation motivation has a significant effect on the attitude of use, was not supported, other eight research hypotheses were supported, including. The media richness has a significant effect on the perceived usefulness and the perceived ease of use; the perceived ease of use has a significant effect on the perceived usefulness; the perceived ease of use has a significant effect on the attitude of use; the perceived usefulness and personal innovativeness related traits have a significant effect on the intention of use. Recommendations for marketing strategies and future study are offered to serve as references for tablet computer manufacturers and researchers.